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Justin Timberlake will represent Bud Light Platinum in commercials and also act as the brand's "creative and musical curator" in a deal made through Bud Light agency Translation. The first spot will air during the Grammy awards telecast and feature Timberlake's "Suit and Tie," his newly released single. "Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand," said Paul Chibe, vice president of U.S. marketing at A-B InBev.

Anheuser-Busch InBev will use BBDO for its U.S. advertising of Bud Light, taking Translation off of that account but keeping it for extensions such as Bud Light Platinum. Paul Chibe, vice president of marketing in the U.S., says the two agencies will "work together on Bud Light." Since 2011, DDB, McGarryBowen, Translation, and now BBDO have held the Bud Light account.

Anheuser-Busch's decision to introduce Budweiser Black Crown and Beck's Sapphire to a typically distracted Super Bowl audience this year was governed by their success last year in launching Bud Light Platinum, said Paul Chibe, vice president for U.S. marketing. Anomaly will create two spots for Black Crown as well as a "heartwarming" 60-second spot for Bud featuring Clydesdale horses, Chibe said. Translation will craft two 60-second Bud Light spots based on the current football-related "Superstition" campaign, and Mother's London office is creating the Beck's Sapphire spot, which will treat the new brand "like a jeweler would launch a rare jewelry brand," Chibe added.

Executive producer credit for a concert movie being made by Ron Howard and Brian Grazer is being shared by Jay-Z and Paul Chibe, U.S. marketer for Anheuser-Busch InBev. "The way that Budweiser remains an icon is to be a force in pop culture," Chibe said. "Things like this are exactly the kinds of things that a brand like Budweiser should do." The movie, called "Made in America," will be filmed in September at a concert with hip-hop and electronic dance music.

Mike Sundet, vice president for Bud Light, said brand extensions must connect to the "essence" of Bud Light as a "fun, social, spontaneous brand." Anheuser-Busch recently pulled the plug on Bud Light Golden Wheat, which "came off as much more serious and much more of a craft beer," he said, and recently launched Bud Light Lime and Bud Light Platinum.